Employee Empowerment and Customer Satisfaction in the Hotel Industry: A Study on Ritz

This dissertation explores the relationship between employee empowerment and customer satisfaction in the hotel industry, with a focus on Ritz. It examines the factors that affect employee empowerment and customer satisfaction, and provides recommendations for improving customer satisfaction strategies.

Dissertation

Abstract
To stay ahead in the competition, there is a need to hire talented employees who have
enough capability to maintain the working environment of a business. Similarly, the present
study is also focused upon employee empowerment and customer satisfaction. For that,
qualitative research methods used along with secondary data collection methods that provide a
deep understanding with regard to both terms and examine the relationship between the same.
Further, through secondary research it can be stated that there are many factors that affect the
employee empowerment such as psychological factors, cultural factors, whereas customer
satisfaction is affected through quality of service offered by hotel. Therefore, the entire study
shows that there is a positive and direct relationship between employee empowerment and
customer satisfaction.

Acknowledgment
I would like to thank University who offered me an opportunity to complete the assignment and
enhance knowledge.
I would also thank my teachers who support me and always ready to solve my doubt in order to
take the research into right direction.
Last but not the least I would like to thank my parents who support me economically and non-
economically to complete the assignment.
Thank you.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background............................................................................................................................6
1.2 Aim and objectives................................................................................................................6
1.3 Rationale................................................................................................................................7
1.4 Scope of the study..................................................................................................................7
1.5 Structure of a dissertation......................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
2.1 Introduction..........................................................................................................................10
2.2 Concept of empowerment and customer satisfaction within hotel industry........................10
2.3 Critically examine the factors that affect employee empowerment and customer
satisfaction in Ritz.....................................................................................................................12
2.4 Relationship between employee empowerment and customer satisfaction.........................14
2.5 Conclusion...........................................................................................................................16
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................18
3.1 Introduction..........................................................................................................................18
3.2 Research type.......................................................................................................................18
3.3 Research Approach..............................................................................................................18
3.4 Research Philosophy............................................................................................................19
3.5 Data collection.....................................................................................................................20
3.6 Data Analysis.......................................................................................................................21
3.7 Ethical consideration............................................................................................................21
3.8 Reliability and validity.........................................................................................................22

3.9 Conclusion...........................................................................................................................23
CHAPTER 4: FINDINGS ANALYSIS AND DISCUSSION......................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................31
4.1 Conclusion...........................................................................................................................31
4.2 Recommendations................................................................................................................32
4.3 Limitation of research..........................................................................................................33
REFERENCES..............................................................................................................................34

Topic: To investigate empowerment and customer satisfaction in the context of hotel
industry: A study on Ritz
CHAPTER 1: INTRODUCTION
1.1 Background
Employees are considered as a backbone of an organization because in hotel industry
they are the only person who directly touch with customers during dealing the service. On the
other side, customers are satisfied when the employees offer effective services and become loyal
towards a brand. These loyal customers give company repeat business and form a major part of a
revenue as well. The continuous development of an employee empowerment is affected the
quality of service they offered to customers (Bose and Emirates, 2018). However, the aim of a
business is to earn profit by offering high quality service to their customers which in turn leads to
satisfy them. Thus, employee empowerment is a wide concept that is used to enhance the work
performance and sustain the brand image at international level as well. Similarly, the present
research also focused upon the employee empowerment and customer satisfaction and also with
the help of thematic analysis, the relationship between both will be identified.
The dissertation is based upon the hotel industry in which Ritz has been used which is
one of the top firm and offer luxurious services to their customers at affordable rates. The
company is also graded as a 5-star hotel and recognized as a most prestigious hotel due to its
high class service. Currently it has more than thousands employees and also operating in
different countries, that is why, it is necessary to enhance the employee empowerment so that it
leads to increase customer satisfaction.
1.2 Aim and objectives
Aim: The aim of the study is to examine employee empowerment and customer satisfaction in
Ritz.
Objectives:
 To understand the concept of empowerment and customer satisfaction within hotel
industry.

 To critically examine the factors that affect employee empowerment and customer
satisfaction in Ritz.
 To access the relationship between employee empowerment and customer satisfaction.
 To suggest effectual customer satisfaction strategies which can be used by Ritz.
Research questions
 What do you understand by empowerment and customer satisfaction?
 What are the factors that affect employee empowerment and customer satisfaction in
Ritz?
 What is the relationship between employee empowerment and customer satisfaction?
1.3 Rationale
The reason for conducting the research on this topic is such that to study on employee
empowerment and customer satisfaction within Ritz. Now a days, it is not easy for companies to
strengthen the employees performance and for that they uses different strategies to improve the
productivity. Therefore, this is recognized as an issue because due to having low employee
empowerment, it directly affects customer satisfaction which in turn creates impact upon
financial performance of Ritz as well. Also, due to poorly designed empowerment strategies,
company is failed to produce results and that is why, managers of an organizations must have
focused upon different strategies pertaining to employee empowerment so that it leads to satisfy
customers too (Empowerment, 2018). Thus, by using thematic data analysis, scholar may also
shed the light upon different aspects pertaining to employee empowerment and customer
satisfaction.
Another rationale for conducting research on this specific topic is such that scholar have
their own interest to study on employee empowerment and customer satisfaction, as it leads to
enhance the knowledge as well. Further, it will also help investigator to use the same in their
future either in their professional career or personally.
1.4 Scope of the study
The research will provide an insight to the implication of employee engagement to
employers of Ritz and develop a relationship between employee empowerment and customer

satisfaction within hotel industry. This, the study helps the company to understand the concept
and identify the factors that might affect both variables. On the other side, the study will also
beneficial to other scholars who study on similar topic so that they can use the content as a
secondary resource and develop an understanding about the topic as well. Apart from this, study
is also helpful to other hotels (competitor of Ritz) to examine the impact of employee
empowerment and customer’s satisfaction upon the overall performance of a company.
Thus, it can be stated that managers in other organizations will also find the study more
useful in order to enhancing their appreciation of the need to empower employees. Along with
this, different new concepts will be used in the study that are useful to researchers in the context
of hotel industry which includes organizational image, effectiveness and trust etc.
1.5 Structure of a dissertation
Chapter 1: Introduction
It is the first chapter of a dissertation where scholar describe aim and objective,
background of the dissertation. Along with this, scholar also describe the reason for conducting
the study on this specific topic. Further, scope of the study has been discussed in this chapter that
provide usefulness of conducting research on the chosen topic I.e. investigation on empowerment
and customer satisfaction.
Chapter 2: Literature review
Second chapter of the dissertation, in which scholar consider all the secondary sources
which includes books, article, journals relevant to the topic. Further, investigator also used
author’s point of view in order to designed themes on the basis of research objectives. This
section helps researcher to develop a deep understanding pertaining to employee empowerment
and customer satisfaction.
Chapter 3: Research Methodology
Another important chapter of a dissertation in which scholar critically evaluate the
study’s validity and reliability. For that, different techniques will be used to analyze the
information about a topic which includes research type, approach, philosophy, data collection
methods and ethical considerations, reliability and validity.

Chapter 4: Data analysis and discussion
Forth section of a dissertation in which scholar analyses the results derived through
secondary research and company’s information available on Internet. Through this section,
scholar examine the relationship between employee empowerment and customer satisfaction of
Ritz by designing themes referring to research objectives and use images, graphs that helps to
present the findings in effectual manner.
Chapter 5: Conclusion and recommendations
Last section, which provides summary of entire dissertation by concluding all section.
Further, researcher will suggest different ways to Ritz in order to satisfy their customers which in
turn sustain the brand image. The section also includes limitation of a research so that in future,
it will be minimized.

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is a scholarly source on a specific topic that helps to provide in-depth
information with regard to chosen topic. Further, it is a survey of scholarly sources on a specific
topic that allow investigator to identify the relevant theories and methods in an existing research.
Similarly, the present section will provide a critical view of author by choosing relevant books,
articles and journals which are published after 2017. In the present section, scholar will describe
the concept and models related to employee empowerment and customer satisfaction. Further, it
will also elaborate the relationship between employee empowerment and customer satisfaction
within Ritz and then describe the challenges faced by the company while managing customer
satisfaction.
2.2 Concept of empowerment and customer satisfaction within hotel industry.
According to Kumar and Kumar (2017) employee empowerment is a way in which a firm
provides their employees with a certain degree of autonomy and also controls their day to day
activities. This is considered an important factor which helps to install greater trust in leadership
and also encourage employee motivation that leads to improve employee retention. This all also
support the firm to generate positive output and causes positive impact upon the financial
performance of a business. Similarly, Idris, See and Coughlan (2018) also argued that
empowerment enables them to represent their interest in a responsible manner so that they
develop effective results that helps customer to enhance their visiting experience.
Saengchai, Siriattakul and Jermsittiparsert (2019) shared their views on customer
satisfaction which refers as a measurement that determines how satisfied or happy the customers
are with offered services. This can be done in different forms and it also helps to determine how
to best improve hotel's offerings. Moreover, for every company it is necessary to identify
satisfaction level of customers. Such that if they are satisfied then users become loyal and as a
result, they provide repeat business. For example, in Ritz, conduct survey in order to get their
level of satisfaction regarding products and services offered by firm. This in turn also assists to
examine the weakness of a firm and then develop strategies to improve the same.

As per the Kanter Management theory, it is examined that management must provide
support to increase productivity and companies must gather reviews from peers and management
in order to identify the performance of employees. Author also stated that empowering staff
refers to no- barrier concept, unfortunately most of them are fails to do so. As, organization
cannot specify the employee's goals without relevant resources and to attain the same, training is
provided. The theory also proposes that staffs who feel that they have a reasonable workload,
then they must rewarded which in turn helps to encourage and being engaged towards their work.
Therefore, the same strategy is applied by Ritz where benefits are rewarded to their employees
when they attain the defined target for a specific tenure.
Rodgers, Anthony and Cudney (2021) explained three main elements of employee
empowering which needs to be followed by the companies that improve the customer service and
make valid decision as well. Such that Clarity, which is first step of empowering employees in
order to clarify the goals and expectation. Actually, an individual can only progress at work if
they have a clear idea of results which they are expected to deliver. That is why, manager needs
to clarify the expected outcome and also communicate them frequently in order to generate the
valid outcomes. On the other side, Support is the second element of empowering. AlArafat and
Doblas (2021) investigated that employee always looking for a support from their seniors in
order to overcome any obstacles. This requires not only time, resources and encouragement, but
support as well as guidance from their management that helps them to eliminate the barriers of
success.
Moreover, Autonomy is last element which means giving them independence to do their
work. In that, trust plays an important role because if manager can trust their employees then
they work together and this in turn lead to positive working environment as well. Rao, Narayana
and Niranjan, (2021) supported that in a positive work environment people are actually
empowered to do their job in successful manner. Thus, workers are positive only when they
consistently lead toward progress that helps to meet the meaningful goals. That is why, there is a
need to comply with such principle in order to generate best outcome.
AlKahtani and et.al., (2021) also supported that to increase the productivity and enhance
the performance, it is essential to collect reviews and also involve employees within decision
making so that they considered themselves as an important pillar. Further, strong empowerment

leads to improve productivity and it also contributes towards customer satisfaction. That is why,
it is essential for the company to have a good command towards their employees so that they will
meet the defined aim.
2.3 Critically examine the factors that affect employee empowerment and customer satisfaction
in Ritz.
In the views of Bani-Melhem and et.al., (2021) psychological factor is considered the
biggest factor that affect employee empowerment directly. This includes personality and its
dimension i.e. self- confidence, psychological styles, stability, compatibility etc. Most of the
secondary study shows that happy people possess strong confidence and friendly relationship
that assists to satisfy the need of a customer. Also, due to psychological factors, management
team of a company is also able to provide positive environment to their customers and able to
attain the defined goals as well. Also, Pham Thi Phuong and Ahn (2021) shared their opinion
that influence of cultural factor also affects the employee empowerment. As in large brands,
there is high number of employees who belongs to different culture. Thus, it is quite difficult for
the management to manage them, for that different policies are defined which helps to improve
the performance and build a trust among them so that a sense of empowerment is generated
among others, Therefore, there is a need to mitigate the problem because it affects the overall
performance of a company.
On the other side, Pakpahan, Mariatin and Ananda (2021) emphasized that apart from
employee empowerment, there are many factors which also leads to affect customer satisfaction.
This includes accessibility in which customer face difficulties to find the location in order to
access the service offered by the company. As, there are many companies who use different
channels in order to aware their customers so that they will easily access their location. This in
turn cause positive impression upon customers and enhanced their satisfaction level as well. On
the same time, Augustain, Agu and Okocha (2019) argued by if the customer service of hotel is
not appropriate then it also leads to cause negative impact upon them and this in turn decrease
the satisfaction of customers. This reflects that behavior of employees is also mattered because
they are the only person who come direct contact with customers. That is why, it is necessary for
the hotel industry to identify the factor that affect the overall performance of employees and
decline the customer satisfaction level as well.

In addition to this, it is also analyzed by Ul Haq, Usman and Khalid (2018) that if the
company does not provide any extra offers and facilities to their employees then it also affects
the productivity of staff members. For example, to attain the specific target within a defined
tenure, company must provide extra incentives in the form of monetary or non-monetary benefits
that helps to empower the employees. On the critically note, it is also analyzed that other
employees may affected because they do not attained the defined aim, as a result it leads to
create conflicts among them that cause opposite impact upon the culture of an organization.
Thus, to improve the performance, it is necessary to specify the guidelines that help to maintain
the positive working environment. However, on the critically note, it has been also evaluated by
Hanaysha and Hussain (2018) that a sense of trust among all will be deteriorating and it directly
affects the overall performance in negative manner. This somehow leads to affect the overall
performance of employees as well as financial performance of a company.
According to the views of Empowerment (2018) customer are satisfied only when service
of staff is appropriate, having high brand image, excellent room services, prime location that
assists to improve the customer satisfaction level. This in turn assists to improve the profitability
of a firm and also sustain the brand image at international level. Among all, behavior of
employees is considered the biggest factor that affects the level of satisfaction. That is why,
hotels should hire trained staff members who identify the need of customers in order to meet the
same. This in turn reflects that if they are not positive then it somehow affects the overall
performance of a company adversely which also affected customer satisfaction level. Bose and
Emirates (2018) also argued that due to workplace culture most of the employees are influences
in adverse manner. If the management team of a company is supportive then staff members are
engaged towards their work and this in turn leads to positive impact as well. Therefore, if they
are positive enough then it helps to motivate them and also leadership also plays a vital role in
the success of employee empowerment. This in turn leads to increase the overall performance of
employees and generate positive outcomes as well.
Further, if employees are getting enough rewards and recognition from an organization,
then they are motivated enough to contribute the best customer service that also creates positive
impact upon the overall performance of a company. Thus, to support the same, Mohammad
(2020) also stated that customer satisfaction is also enhanced due to improve in employee
empowerment so that it leads a business towards a positive direction. Moreover, if an employee

has effective communication skills then they help to enhance the sales due to repetitive business.
As, presentation skills assists to improve the customer satisfaction level and this in turn leads to
creates direct impact upon the overall brand image.
Overall, it can be stated that there are many factors that directly cause negative impact
upon the company and that is why, it is necessary to analyze the impact and develop effective
strategies to improve the same. Also, it is varies from people and companies because in small
hotel, people did not expect luxurious facilities, whereas, in five star hotels, they need extra
facilities that help them to remain satisfied. Therefore, it is examined that business should
perform the best in order to attract customers and that is why, employee empowerment is
essential that helps to identify the need of customers then offered the same.
2.4 Relationship between employee empowerment and customer satisfaction
According to Bello and Bello (2017) employee empowerment is considered the key of
customer satisfaction and that is why higher level of employee empowerment leads to generate
high customer satisfaction. If an organization provides different employee empowerment
strategies to their employees then it will help them to improve their productivity which in turn
assists to satisfy the customers as well. In the context of hotel industry, different hotels uses
training and coaching as a method to improve their performance, in which they learn how to deal
with customers. This in turn assists to satisfy the customers and encourage them to visit premises
again. However, on the critically note it has been evaluated by Castillo (2017) that lack of
employee empowerment in organizations is considered as a stressor to every individual and this
direct cause opposite impact upon the performance level. Thus, if employees are not happy and
perform better for their company then they do not satisfy the need of their customers. This
reflects that there is a direct relationship between employee empowerment and customer
satisfaction.
Aldaihani and Ali (2018) investigated in their studies that empowerment of employees
creates a sense of belonging and as a result, it leads to satisfy them in order to derive the best
outcomes. If a worker is empowered that mean they enjoy their work, exited enough to perform a
work. Along with this, company have to involve them within a decision-making process in order
to identify the issue faced by them either personally or professionally (Employees’ Empowerment

and Customers’ Satisfaction, 2015). Thus, it is clearly examined that if employee enjoyed their
work then they are able to satisfy customers as well.
As per the above diagram. It is reflected that if an organization provide proper support to
their employees then they are empowered, also trying to align with goals, trust, respect etc. This
in turn shows that it leads to enhanced the customer and service quality which raise customer
satisfaction. Thus, it is all depend upon the strategy used by the company to raise the employee
empowerment. Proenca, Torres and Sampaio (2017) supported by stating that empowerment
contributes to organizational success and such type of employee always provide exceptional
customer service in several competitive markets that improve the profit through repeated
business. Similarly, it is one of the most effective strategy that also contribute their best to
improve the customer satisfaction level too.
For example, in restaurants owners are also empowered their employees by allowing
them to make decisions as per their ability and jobs. Therefore, they make quick decisions
without consulting with their bosses and at the end customer satisfaction was high as employees
are empowered to solve customers problems on the spot without wasting the time. This reflected
that delegating roles and responsibilities to their employees will assists company to improve their
performance and serve the best to their customers as well, that directly contributes towards brand
image (Employees’ Empowerment is the key of Customer service success, 2016). Also, the goal
of an employee empowerment is to attain the organizational goals with the help of employee
creativity. Whereas, Baird, Su and Munir (2018) argued that some of the organization's goal is to
customer satisfaction which is also an important in this era due to intense competition. That is
why, there is a need to empower employees in order to respond quickly to cope up with any

changes in business environment. Therefore, if an organization is able to meet the set objectives
then this will also help to enhance the customer satisfaction level.
Thus, it is analyzed that by identifies the market changes, hotels must prepare their
employees in order to cope with the problems so that they will meet the customer’s wants. This
in turn assists business to sustain in the competitive era and interacts with customers as well.
Moreover, AlKahtani and et.al., (2021) also supported the same by stating that every hotel needs
an employee who can easily interact with their customers because they represent their brand
image at global level and as a result, their interactions with other people also increases. That is
why, there is a positive relationship between the employees empowerment and customer
satisfaction that also contributes towards a financial performance of a business in an effective
manner. Further, with the help of effective employee empowerment, company develop strategies
to minimize the issue of customer satisfaction and this in turn leads to cause direct impact upon
its overall performance too.
Overall, it can be stated that with the help of employee empowerment, company is able to
make employees feel that they are valued for a business and this will create high degree of job
satisfaction as well as commitment. This also helps to improve the performance and that is why,
they provide best facilities to their customers which in turn remain them satisfied towards a
business (Bi and et.al., 2021). Therefore, there is a strong relationship between both variables
and that is why, the need of belongingness and acceptances are satisfied through employee
empowerment that also creates positive impact upon the customer satisfaction.
2.5 Conclusion
By summing up above section, it has been summarized that employee empowerment is
all about a process that helps to engage employees with a firm where manager and superior
authority control day to day activities. On the other side, customer satisfaction is measured by
how happy the users from the offering and products. Also, it has been summarized that there are
many factors that affect employee empowerment which includes culture, psychological issues,
extra benefits by company etc. Whereas, customer satisfaction is also affected through different
factors such as quality of offered products, customer service by company etc. Also, there is a
direct relationship between employee empowerment and customer satisfaction such that if
company's employees are highly motivated then it does not cause any negative impact upon the

customers satisfaction and vice versa. In addition to this, through effective strategies, hotels are
also implemented the same to empower the employees so that their customer service is
automatically enhanced.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is a specific procedure and technique that is used to examine and
select the information related to a topic. In the same way, this section also allows reader and
scholar to critically analyze the study's overall validity and reliability that helps to conduct a
study in proper manner. The present section also helps to analyze different tools that assist
investigator to generate proper results regarding chosen topic. Also, the present section describe
the type of research, research approach, philosophy, data collection methods that helps to derived
best output.
3.2 Research type
Research can be distinguished in the three forms that help to conduct research in better
manner. Such that qualitative research is deal with non- numerical data and relied upon the
theories and concepts only. It is also used to gather depth insights into a selected problem in
order to generate new ideas for research (Mohajan, 2018). Next is quantitative research which
emphasize upon statistical analysis in which numerical analysis performed. The results generated
through this analysis are come from SPSS software that is more valid as compared to other
forms. Third is Mixed research which is a combination of qualitative and quantitative. In this
type, scholar collect both open and closed ended data in order to get proper response by
considering the research questions.
Among all, scholar used qualitative research type in which all the data will be gathered
by considering the theories and concept of employee empowerment. Also, with the help of
chosen method, investigator saves money and provides insights with regard to hotel industry.
Through qualitative study, scholar provides depth and details of a chosen topic which is not
possible in other type. That is why, this method helps to conduct the study in proper manner and
derived relevant outcomes as well.
3.3 Research Approach
It is a plans and procedure for research that provides a steps and broad assumption of
detailed method of data collection and analysis. Through approach, scholar is able to determine
the proper results and there is no extra material required in order to conduct the study in valid

manner. Mainly it is of three type i.e. inductive approach which involves observation of a world
that moves towards a more generalization ideas. Also, it assists to identify the pattern of
observation and there are no theories applicable within such research approach. Whereas,
deductive approach is deal with quantitative study and also used to develop a hypothesis based
upon existing theory. Or else, it helps to examine the relationship between the variables and
measure concepts quantitatively. Last is Abductive research which is a designed to minimize the
weakness identified from inductive and deductive (Knottnerus and Tugwell, 2018). It is
generally used when researcher uses pragmatism approach because the criticism of inductive
approach is no amount of quantifiable data used in order to build theory whereas deductive
approach did not examine how to select theory while using hypothesis testing.
Among all, inductive research approach has been used by the scholar because it helps to
derive results through qualitative study. Along with this, chosen strategy also assists investigator
to examine the relationship between employee empowerment and customer relationship. In this
stage, no hypotheses is found as it deals with qualitative information only, that is why opting this
approach over other is preferred by scholar. Along with this, scholar also identifies the concepts
and factors that cause direct impact upon the employee empowerment. So, it is examined that
with the help inductive approach, investigator is able to conduct study in effectual manner by
deriving valid outcomes.
3.4 Research Philosophy
Research Philosophy is a notion in which information is gathered in different manner and
analyzed effectively. Therefore, it is an important assumption which determines research strategy
and its method. So, it helps scholar to being aware and formulating the beliefs as well as
assumptions. There are mainly four types of research philosophy which includes interpretivism,
scholar interprets the results and also integrates human interest into a study that access towards a
reality. On the other side, Positivism philosophy is deal with quantifiable information and
generate valid outcomes be evaluated the hypothesis only. In addition to this, the chosen strategy
also related factual knowledge and gained observation in order to derived trustworthy results
(Zangirolami-Raimundo, Echeimberg and Leone, 2018). Third type is Pragmatism, which shows
that there is no single point of view which can ever provide entire picture due to multiple
realities. However, the use of this philosophy requires mixed research methodology in order to
answer the research questions. Last is Realism research philosophy, which is relies upon the idea

of independence of a reality from a human mind. Though it is based upon the assumptions of
scientific approach to develop knowledge, while other philosophy required facts.
Among all philosophies, scholar uses interpretivism research philosophy because it is
relied upon the qualitative study and with the help of such method, scholar determine the
employee empowerment and customer relationship within hotel industry. Also, this in turn
assists to understand the concepts of both variables and its impact over each other. Whereas,
positivism philosophy is relied only upon the statistical data that is why, it is rejected over others.
So, it can be stated that with the help of interpretivism research philosophy, scholar is able to
derived best outcomes and conduct the study in valid manner as well.
3.5 Data collection
It is a process of collecting, gathering the information that helps to provide exact results
and also allow researcher to provide answer to the problems and analyze new insights as well.
Further, there are two types of methods through which data are collected by scholars as per their
relevant topic (Basias and Pollalis, 2018). First is primary data collection which is collected by
researcher directly through main sources and it is also known as interviews, survey and
experiments. It is also known as first handed research because it provides fresh results by
examining the current situation of a market. Generally, scholars use primary research in their
study in order to conclude the best outcomes because surveys and focus groups provide exact
trend regarding to chosen topic. Another is secondary method in which materials like books,
article and journals published earlier are considered in order to develop a deep understanding.
This type of data has been collected in past by someone else where scholar determine the
historical trend and assume the current condition only.
Among all, scholar uses only secondary data collection methods where only books,
scholarly articles regard to employee empowerment and customer satisfaction are used. All the
sources are already published after 2016 will be considered that helps to provide the latest
information pertaining to hotel industry. In addition to this, the chosen data collection method
also assists to identify the models related to employee empowerment and the information is used
in the literature review section in order to derive the best outcomes. Further, with the help of
chosen data collection methods, scholar is able to determine the actual performance of Ritz,
along with satisfaction level of employees as well. So, through such methods scholar is able to

meet the defined aim and also conclude the best outcome with regard to customer satisfaction
and employee empowerment.
3.6 Data Analysis
Data analysis is a process which is used to systematically applying the tools or logical
technique in order to describe, illustrate and evaluate data to identify the pattern of observation
through entire data (Ngozwana,, 2018). There are two types of data analysis which is mostly
used by the investigators such as Thematic in which themes are designed on the basis of research
questions. Also, if the research is based upon primary research then scholar interprets the views
of responses in proper manner. In this, different themes, graphs and charts are included in order
to present the respondent’s views in a presentable manner. On the other side, SPSS is another
tool through which the data are analyzed where software is used in order to derive the best
output. This is used when quantitative research type is used that helps to identify whether the aim
and objectives are met or not (Melnikovas, 2018). Further, with the help of such tool, scholar is
also able to prove the hypothesis which confirms the results and also examine the relationship
between the variables as well.
In the context of present study, thematic data analysis has been used in which different
graphs and images used in order to present the entire study in effective manner. Further, scholar
also research about employee empowerment and customer satisfaction with regard to Ritz and
this in turn generate the valid outcomes as well. Therefore, the research is based upon qualitative
study and that is why, scholar presents the findings by using images that present study
effectually. In addition to this, with the help of effective results, chosen hotel also determine
whether the results are valid or not.
3.7 Ethical consideration
Ethical consideration plays an important role within a research as its main aim is to
expand knowledge and support values along with mutual respect and fairness. Similarly, in order
to conduct the study in effective manner, it is necessary to comply with ethical principles that
lead to derived valid output. Also, data must be identified before release to a researcher and
consent of study subjects can be presumed which helps to provide outcome pertaining to
employee empowerment and customer satisfaction. In addition to this, the resources used in this
study should be related to the chosen topic and reference list must be added at the end of a report

that reflects study is authentic. Along with this, scholar also ensure that they used all copyright
protected articles that helps to meet the defined aim and also provide valid outcomes as well
(Snyder, 2019). Further, Data Protection Act must be complied with helps to respect the
confidentiality and privacy of the information collected through Ritz. If such is not followed then
affect the results and scholar is not able to reach with the valid outcomes as well.
Apart from this, ethical form must be approved in order to ensure that relevant sources
have been used in order to generate the valid outcomes. Also, there should not be any
miscommunication, otherwise it will lead to provide wrong outcomes as well. Moreover, all the
ethical principles pertaining to secondary research must be adhered that helps to minimize the
chances of error within a research. If any of the laws is not complied then it is consider as a
breach of law and this might affect the results in adverse manner. Thus, by applying all ethical
considerations, scholar conducts the study in perfect manner by deriving relevant results as well.
3.8 Reliability and validity
This section also considers an important part of a research methodology. As per the
reliability aspects, scholar uses same instrument to derive valid outcomes. In the context of
present study, sources which are copyright has been considered that assists to draw valid
conclusion (Nayak and Singh, 2021). Along with this, through a secondary research, it is
identified that there is a relationship between employee empowerment and customer satisfaction
which reflects study's reliability. As the entire study is based upon the secondary research and
that is why, consistency of measure is drawn from the used sources which reflect that there is a
strong relationship between variables.
Beside this, validity aspect of a research also examined the authentication of research. For
the present study, scholar uses all the secondary sources i.e. books, journals and website where
data is published after 2017 and this in turn shows the validity aspects of research. Also, using
authentic sources leads to derived the true outcome and meet the defined aim as well as
objectives. Thus, it reflects the accuracy of a measure and examined that with the help of valid
sources, investigator is able to meet the defined aim and also drawn valid outcomes which in turn
conduct the entire study in appropriate manner.

3.9 Conclusion
By summing up above section, it has been concluded that with the help of qualitative
study, scholar understand the concept of employee empowerment and customer satisfaction.
Also, section summarized that there are two main types of data collection methods and between
them, only secondary data collection methods has been used in which relevant books, scholarly
articles and newspaper article related to Ritz has been used in order to answer the research
questions. Further, through thematic data analysis scholar is also present the findings in better as
well as presentable manner so that valid outcomes will be generated. Overall, the above section
helps researcher to conclude the factors that might affect the employee empowerment and
customer satisfaction with the help of qualitative study and generate valid outcomes as well.

CHAPTER 4: FINDINGS ANALYSIS AND DISCUSSION
The present section is based upon the findings which will be concluded by considering the
chosen hotel. Along with this, to present the entire findings in effective manner, different themes
will be used by considering the research objectives that helps to determine whether the aim and
objectives are met or not. Moreover, to support the findings, scholar will also use the author’s
point of views by considering the concepts which has been already used in a literature review
section. In this, all the three themes will be used that helps to identify the relationship between
employee empowerment and customer satisfaction.
Theme 1: Analyzing empowerment and customer satisfaction in context to Ritz hotel
Employee empowerment and the customer satisfaction is considered to most important
factor for the organizations within hotel industry. In the context to the Ritz and in connection to
what is stated under the literature review section, it can be analyzed by employee empowerment
is being promoted within the Ritz hotel which has helped and assisted it in grabbing and
accomplishing the greater aspects of the business in a far better way. With reference to Mutonyi,
Slåtten and Lien (2020) the organization is enjoying and taking advantage of the various benefits
attached to the employee empowerment. It has resulted into building greater trust among the
leaders which helps in increasing the motivational level of the employees. This has resulted into
bringing positive change within the organization as the power and the autonomy provided to the
employees at different levels has results into encouraging employee creativity, leading to
positive change in the behavior and attitude of the employees and this has consequently led to
increase in the employee retention level. This can be directly associated with the rise in
employee motivation as having power creates a sense of responsibility among the employees
which results into making the employees more engaged into the work. The highly motivated
employees results into providing better and effective services to the customers which helps in
highly and efficiently satisfying the customers.
According to Hatipoglu and Inelmen (2018) both the concepts are connected with each
other, as the Ritz through the way of providing higher authority and responsibility to its
employees has positively impacted its customer satisfaction. Addition to the increase in customer
satisfaction level, it has assisted the organization in building trust among each other and creating
an effective leadership. The management has understood the relevance of employee

empowerment over its employees, the customers and to the organization as a whole. The
management has implemented various strategies which has assisted it in effectively analyzing
and monitoring its practices. In the context to the Kanter management theory, which suggests
that the behavior of the employee is affected by various structural supports and this can be
analyzed through proper feedback and review system. The hotel Ritz has already implemented
appropriate review system which help it in getting an insight about the various weaknesses of the
organization through the way of peer review and feedback system. The organization with the
help of data collected works on ensuring that proper measures are being undertaken by the
organization for overcoming the weaknesses identified. In addition to this, Johnson, Park and
Bartlett (2018) provided that customer satisfaction is very crucial for all types of businesses and
Ritz hotel has been working continuously in ensuring that its customers are happy and satisfied
with its products and service.
The organization takes timely feedback from its customers so that it can provide proper
and effective services to its customers as per their needs and requirement and making their time
memorable. Along with that, the management of the hotel is provided with training so that they
can offer valuable and right services to its customers which will help in enhancing and
improvising their satisfaction level and this is directly linked to the brand image and the
reputation of the hotel. As defined by Dabo and Ndan (2018) apart from the above discussed
benefits of the employee empowerment and customer satisfaction, there are other important
advantage of it which is being identified by the organization like the faster resolution to the
problems as employees are provided with certain power within which they can undertake
decision to meet with the problem identified without any delay. As earlier, employees were
required to follow the hierarchy before taking any decision which is not so in the present case of
Ritz hotel under study. It has also resulted into providing high quality customer service as now
the employees are no longer required to take decision after taking prior permission from the
managers or other head which has made the job done directly and quickly.
As stated by Prakash and Srivastava (2019) through the way of encouraging employee
empowerment has also resulted into increasing the job satisfaction of the employees this is
because of the reason that the employees knows the boss values and trusts them because of
which they are being provided with the power to take their own decision as per the situation and
this consequently leads to increasing the job satisfaction level of employees. In simple terms,

through the way of enhancing and encouraging employee empowerment has resulted into
increasing the overall performance and productivity of the employees as the decisions are being
made by the employees on their own. Next is it has led to increase in the employee as well as
customer satisfaction level and flattening the organizational hierarchy which has consequently
led to eliminating the excessive managerial layers.
There are three essential things which Ritz complied with in terms of employee
empowerment which includes clarity, autonomy and support. This in turn leads to increase the
overall performance along with satisfaction level. Moreover it also eliminates the barrier of
success and provides best results to the company. That is why, there is a need to empower the
employees so that it cause direct impact upon the performance and meet the defined aim of a
company as well. These are key things or the concept behind empowerment and customer
satisfaction which is being properly understood by the Ritz hotel and took advantage of the same.
Theme 2: Analyzing the aspects that affect employee empowerment and customer
satisfaction in Ritz
As per the literature review, there are various factors having an influence over the
employee empowerment which is required to analyzed and evaluated by the organization in
order to successfully implement it. The foremost factors is psychological factor which involves
the personality and various dimension of the individual. The Ritz hotel has successfully
implemented empowerment within the organization through the way of ensuring that they have
the five characteristics which makes them capable for exercising the power and undertaking the
decision on their own. As per the view of Subramanian (2018) it is being analyzed that sense of
competence of the staff for carrying out his or her duties which is considered to be the most
important factor and is needed to accounted for while distributing power among the employees.
In addition to this, sense of self organized which means the sense of having the right of selection
as people who are self-organized are expected to do their work voluntarily and not by force.
Another factor is being effective in respect to carrying out the different tasks like
administrative, strategic and operational. This defines the ability of the person in changing and
implementing things in a better and smooth way. The other most important factor having an
influence over the employee is the sense of trust others which refers to presence of trust among
the seniors and the subordinates which is considered valuable and crucial for the attaining the job

goals. Therefore, the management first identifies these characteristics of the employees, and then
they empower them successfully. The same dimensions are being identified by the management
of Ritz hotel and based upon which they undertake the decision about which employees should
be delegated with the power and responsibility. As per Junita (2017) these characteristics are
important in making empowerment related decisions which is very difficult. It is complex and
challenging in getting those characteristics within one individual. In respect to the customer
satisfaction, pertaining to hotel industry, there are various factors which involves the food
management, cleanliness, hotel and room designing and staff behaviors. On a positive, all these
factors results into increasing the morale and job satisfaction level of the employees, having the
ability to favorably affecting the organizational performance and productivity. These factors are
having a huge impact over the customers and in order to develop better and satisfactory
customers, the management of Ritz hotel makes sure its services are meeting with the
requirements of the guests. The management timely takes feedback and review from the
customers so that on a prompt basis they can take action for resolving the customer's queries.
This results into effectively managing and meeting with the customers demand.
In addition to this, other factors apart from this is the employees of the hotel who offers
services to the customers. The organization provides timely training sessions to its employees in
respect to serving the customers in better way and understanding their requirement. This help in
effectively communicating with the guest and resolving their issues in an effective way. But on
the other side, according to Cain, Tanford and Shulga (2018) this is very difficult in meeting with
all the customer requirements as there are times when things are not in the hands of the staff to
work in favor of the clients, thus, they are sometimes required to consult the same with their
head before taking any decision. This process sometimes results into delays which might is
having the full potential to affect the customer's satisfaction level. Thus, the management of Ritz
hotel is working effectively and also implementing strategies which will help in making sure that
the things goes as planned and the customers are having a good time within the hotel and are
highly satisfied with the services offered and behavior of the employees.
Ritz also ensured to provide effective rewards and recognition to their employees so that
they remain happy and trying to maintain the positive environment. Also, company prefers to
work in a team and for that they keep providing effective training session to improve the
customer satisfaction level. For example, it has a staff for welcoming their customers and then at

reception, employees provide correct information about occupancy and for room service,
housekeeping staff is hired. They all work in a team and try to satisfy the level of customers so
that they contribute towards financial performance of a business. JH Coun and et.al., (2021) also
supported that having positive working culture always support company to derived the valid
results and this is possible when employee get support from management team who provide them
proper direction. If they get so, the level of customer satisfaction automatically increases and
none of the factors might cause any negative impact upon the business performance. So,
company must develop strategy to first engage their employees and then motivate them to
improve the performance so that it working environment of the company maintains and attract
range of customers towards it. Thus, these are the certain crucial factors pertaining to
empowerment and customer satisfaction level which Ritz hotel has encountered too and has
effectively overcome the challenges in respect to it.
Theme 3: Relationship between employee empowerment and customer satisfaction in Ritz
hotel
There is a strong relationship between the employee empowerment and customer
satisfaction such that continuously development of an employee empowerment is directly
affected the quality of service and satisfaction level of customers. Similarly, Ritz is keep
focusing upon the training and development session of their employees and this in turn helps to
improve the customer satisfaction level. Through training, employees are able to improve the
productivity level and as a result, they are able to meet the need of their customers. This in turn
affect the customer satisfaction level of the customers. Moreover, Gambi and et.al., (2021) also
supported that with the help of there are range of factors that affect the employee empowerment,
but company also develop strategies to minimize the same. Similarly, due to lack of employee
empowerment, companies causes negative impact upon the business and if employee will be
unhappy then it cause opposite impact upon the overall performance.
Also, there are various areas in which employees should make their own decision. In
Ritz, management empower their employees to solve customer conflict at their own level. This in
turn helps to improve the satisfaction level of customers and on the other side, employees will
understood that they are also an important pillar of a firm. Thus, Sulaeman and et.al., (2020)
investigated in their study that through delegation of roles and responsibilities among employees

they remain satisfied and also contribute their best to improve the performance of a company.
Through effective empowerment, employees will be able to show their creativity with regard to
solve the problems within a limited time, though different hierarchy is maintained within an
organization that shows that company must involve the entire stakeholder to make decision.
However, there are some points where instant decision is required, that is why employee
empowerment is necessary. Within different hotels, these powers are allocated to employees so
that customers behavior will not affected.
Ritz also identify the overall market situation and let their employees to be prepared
accordingly. This in turn assists to satisfy the level of customer, it can be in the term of inquiry,
payment and customer service. This is actually important within a competitive era, where
employees should trained enough in order to cope up with any changes and then make decision
instantly so that it do not cause any negative impact upon business. For example, company
trained their employees to make advance booking online as per the availability and occupancy.
Also proper responding to their customers will also help to improve the customer satisfaction
level. Therefore, it is reflected that there is a strong relationship between the customer
satisfaction and employee empowerment that also contribute to the financial performance of
Ritz. ……also supported that due to change in the customer need, their level of satisfaction
decreases and this might affect the overall performance of a company in adverse manner. For
that, there is a need to be aware with the fluctuation within market because it might attract
customers and provide the services accordingly.
It is also examined through secondary research empowerment contributes to
organizational success and to stay ahead within a competition there is a need to improve profit
which is possible to have strong customer base. Ritz already has a strong customer base and high
brand image at global level, that is why, it is necessary for the company to keep identify the
changes within market and then implement the same accordingly. As a result, it helps to improve
the performance as well as customer satisfaction level too. Recently, company recruit talented
employee who have strong knowledge with regard to advance technology and then implement
the same within a workplace. Such that smart keys to operate their rooms through smart phones,
develop website in order to increase the online bookings and this in turn cause positive impact
upon the customer satisfaction level. This clearly reflected that with the help of empowerment
among employees, company is able to satisfy the level of customers.

Cobanoglu (2021) supported that the type of service offered by company also plays an
important role. Such that offering high quality service will assists to improve the customer
satisfaction and sales, whereas low quality decreases profitability. Therefore, there is a need to
evaluate the services because it direct causes impact upon the level of customer satisfaction. ul
Haq, Usman and Khalid (2018) also argued that resolving customer problem effectively has a
strong impact upon customer satisfaction, loyalty and communication. For that there is a need to
delegate the roles and responsibilities among employees so that they make quick decisions and
maintain the dignity of company as well. In the context of Ritz, company is offering high quality
service and employees always ensure to offer the innovative services to their customers that
encourage them to visit the place again. So, customer satisfaction is when the outcome of a
service actually matches with the expectation of service and this in turn cause direct impact upon
business performance.
Overall, it can be stated that there is a strong connectivity between employee
empowerment and customer satisfaction. A satisfied employee tend to be more involved and
dedicated towards an organization’s goals and also become more loyal and productive towards
customer needs which in turn enhance the customer satisfaction level, that is the actual aim of a
business now a days. Therefore, Ritz is also focused upon employee empowerment so that they
attract range of customer towards it. Moreover, it is also examined that with the help of effective
employee empowerment, quality of services will be enhanced within hotels along with customer
attraction.

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
4.1 Conclusion
From the above study, it has been concluded that employees are the pillars of an
organization whereas loyal customers support company to improve their performance in terms of
finance. So, from the secondary research it can be stated that employee empowerment is a way
that helps employees to control their activity and make decision by their own. On the other side,
customer satisfaction helps to identify how satisfies the customers are with offered services.
Moreover, through literature review, it has been examined that there are numerous factors that
causes direct impact upon the employee empowerment which includes psychological factors and
cultural factors. Also, there are other factors which also affect customer satisfaction level such as
accessibility because most of the customer faces issues in order to find the location to access the
service offered by a firm. As a result, it also affects level of satisfaction.
In addition to this, some hotels also do not provide extra facilities to their employees and
as a result, customer does not prefer to visit the places again. This in turn causes direct impact
upon the customer satisfaction level. Apart from this, customer are also satisfied with quality of
treatment they get from a premises and that is why, business must recruit the staff who offered
best variety of customers so that they get effective results. The entire study is based upon the
qualitative study because it helps to understand the concept of employee empowerment and
customer satisfaction in well manner as compared to quantitative study. Thus, with the help of
secondary data collection methods, scholar uses variety of sources in order to determine the
factor that affect the employee empowerment of Ritz.
Beside this, through data analysis section, it has been concluded that Ritz uses varieties of
ways in order to improve the customer satisfaction level and for that it also empowering the
employees so that they also make better decision whenever required. Further, with the help of
effective leadership, company is able to increase the employee satisfaction level and this in turn
also cause positive impact upon the business. Moreover, Kanter management theory has been
applied within Ritz in order to get proper feedback and review systems properly. Further, as the
company also implemented the best ways of empowerment, but still there are some factors that
also cases direct impact upon employee empowerment and this influence customer satisfaction
level as well. To minimize the impact of such factor, management of Ritz also ensure that they

first identifies the overall characteristic and then implement things for better and smooth
functioning. Also, they provide effective training session in order to improve the customer
satisfaction level and this in turn influence the profitability in positive manner.
This in turn reflects that there is a positive relationship between employee empowerment
and customer satisfaction level within Ritz. Such that company make their efforts in order to
generate the better outcomes so that proper and valid results will be generated. Along with this,
with proper market research it identifies customer need and implement the strategy so that
customer does visit the place again. Therefore, it can be stated that there is a strong relationship
between these terms and it also assist to sustain the brand image at global level as well.
4.2 Recommendations
From the above, it is examined that employee empowerment and customer satisfaction are
closely interrelated with each other. Thus, to improve the customer satisfaction, there is a need to
focused upon employee empowerment within hotels. Therefore, there are numerous ways that
helps to improve the customer satisfaction within Ritz, which are as mentioned below:
 It is to be suggested to the Ritz that they may offer reward to their guest either in
monetary or non-monetary form. For example, each hotel has their repeat customers and
providing them different discount offers in their next visit helps to satisfy the customers
and encourage them to come back. Along with this, some loyalty programs may also
introduced within a company that offer a free night or a discount stay after a certain
number of points are accrued. Thus, it helps to build a strong relationship between
customer and company that further improve their satisfaction level.
 In order to provide them best experience and enhance customer satisfaction, it is
recommended to implement the advance technology within a workplace. For example,
most of the hotels are starting to install smart room keys which allow guest to open their
room with simply swipe their mobile phones. Similarly, Ritz may also use artificial
intelligence in order to attract their customers and also improve their performance. This
in turn helps to minimize the excessive workloads and satisfy the customer needs.

 Moreover, providing personalize services to their customers is another way to enhance
the customer satisfaction within Ritz. A Central Reservation System also manages
reservation across the portfolio off hotels and provides general information to their guest
with regard to hotel occupancy. On the other side, through CRM system, Ritz promote
their brand across different countries and this in turn improve the customer satisfaction
level as well.
In the context of future research, it is also recommended to use either quantitative study or
primary data collection method in order to generate more valid results. It is so because
quantitative study will provide best and valid results because it includes numbers, facts and
figure which qualitative study does not. Moreover, through primary research investigator is able
to get fresh information, whereas in the present study only secondary research has been
performed that only helps to make assumptions on the basis of past results. Thus, in future when
the same research topic will be chosen, then researcher make sure to change the research
methods so that it helps to derived more reliable information as compared to present study.
4.3 Limitation of research
Generally, time, money and sources are considered some of the major limitation of a
research. In the present study, time and money are recognized as a key limitation and that is why,
scholar used qualitative study. In this, only secondary data collection methods have been used
because it is time saving method. Whereas, primary data collection method are time consuming
method that requires enough time in order to generate the valid outcomes. Also, due to pandemic
it is not possible to perform the primary research and that is why, other option has been selected.
Further, to overcome the limitation of money, scholar uses qualitative study. With the help of
chosen strategy, investigator is able to derived proper results, otherwise quantitative study
required enough time as well as money in order to reach to valid conclusion.
Apart from this, there are many sites which were not accessible by scholar and that is
why, it took enough time to research on another one. Therefore, to minimize the issue of
accessibility, scholar uses key words that provide valid outcomes and also meet the defined aim
by deriving best outcomes as well. Further, the entire study is based upon qualitative research
method and that is why, scholar is able to overcome such limitation and also critically examine
the empowerment and customer satisfaction within Ritz.

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